In a sector that is constantly evolving, optimizing the profitability of a restaurant is a key challenge. According to Independent.io, the average fast food basket is €11.70. But in the face of competition and new consumer habits, how can we go further? Several levers exist to encourage customers to increase the value of their order, without rushing them.
The formulas: a winning strategy
Offering well-thought-out formulas is one of the most effective ways to encourage customers to choose more comprehensive options. A well-structured menu, with logical and attractive associations, makes it possible to naturally guide consumers' choices. For example, a package that includes a dish, a drink and a dessert at a price slightly less than the sum of the separate items may encourage them to complete their order. Highlighting these formulas on restaurant communication media (signage, menu, oral communication) is essential to maximize their impact. The challenge often lies in the clear presentation of these offerings and in the ability to naturally guide customers towards these more comprehensive options. Digital solutions, such as control kiosks, particularly excel in this exercise by automatically offering adapted formulas and facilitating their selection. For example, among our customers, we observe, on average, 30% conversion into formulas on our order kiosks.
Focus on complementary options
Additional sales (supplements, drinks, desserts) are a real lever for boosting the average ticket. The challenge is to offer these options at the right time and in a fluid manner, without being intrusive. Staff trained in commercial suggestion can play a key role: for example, by recommending a specific side dish or drink that pairs perfectly with the food ordered. Small touches and good personal advice can make a difference and encourage customers to enrich their order. While this practice can be complex to maintain with a team dealing with busy periods, digital solutions guarantee consistency in the proposal of options, whether it's supplements, drinks, or desserts. Restaurants using order kiosks have, on average, 31% conversion of non-mandatory paid options.
Careful service for an optimal experience
The welcome and the quality of service strongly influence customer decisions. An attentive and well-trained staff can subtly guide customers' choices by making them feel confident and by valuing certain suggestions. Attention to detail, such as an appetizing description of dishes or an explanation of key ingredients, can encourage customers to opt for more elaborate and therefore more profitable options. A well-thought-out customer journey should leave sufficient autonomy while subtly guiding to the most interesting choices. Modern technologies greatly facilitate this optimization by offering a perfect balance between freedom of choice and relevant suggestions.
The decisive impact of the visual
An attractive visual plays a key role in the purchase decision. Beautiful photos of dishes can Encourage and trigger additional orders. A well-presented menu, with enticing descriptions and a careful layout, captures attention and encourages customers to further explore the restaurant's offerings. Highlighting the most profitable dishes with a box or a special mention can also be an effective strategy. Digital media allow a dynamic and interactive presentation of dishes, keeping customers focused on your most profitable offers for longer.
Conclusion
To maximize your average basket, two elements are essential:
- A well thought-out and well put forward offer : Structure your formulas and suggestions to make them attractive and easy to understand.
- Trained and involved staff : The right advice at the right time can make a difference and encourage customers to choose more comprehensive options.
By combining these levers, you not only optimize your revenue, but also the customer experience, thus contributing to the loyalty and sustainability of your restaurant. If you want to set up an order kiosk in your restaurant to increase your average basket, contact us!
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